ارزیابی مزایای بازی‌وارسازی در گردشگری (مطالعه موردی: سایت تخت جمشید)

هدف اصلی این پژوهش، ارزیابی مزایای بازی‌وارسازی در سایت تاریخی تخت‌جمشید است. روش تحقیق در این پژوهش توصیفی - تحلیلی و مبتنی بر مطالعات اسنادی و پرسش‌نامه محقق ساخت صورت‌گرفته است. جامعۀ فعالان گردشگری به‌عنوان جامعۀ هدف در نظر گرفته شده و 354 نفر به‌عنوان نمونه آماری انتخاب شده‌اند. برای پردازش داده‌های به‌دست‌آمده از آزمون‌های ave، فورنل لارکر، ضرایب بارهای عاملی، آلفای کرونباخ، پایایی ترکیبی و مدل‌سازی معادلات ساختاری استفاده شده است. نتایج این پژوهش نشان می‌دهد که بازی‌وارسازی با هر 4 بعد مورد بررسی در این پژوهشآموزش، برندسازی، وفاداری، اشتغال و درآمدزایی رابطه مثبت و معناداری دارد. بازی‌وارسازی در تخت‌جمشید نه‌تنها تجربه‌ای تفریحی و آموزشی ارائه می‌دهد، بلکه به گردشگرها اجازه می‌دهد تا بافرهنگ و تاریخ کشوری که در آن بازدید می‌کنند، به شیوه‌ای تازه و فعالانه در ارتباط باشند. با ارتقای تجربه گردشگرها از طریق بازی‌وارسازی، تخت‌جمشید به‌عنوان یک مقصد گردشگری متفاوت و جذاب شناخته خواهد شد.

assessing the benefits of gamification in tourism (a case study of the persepolis historic site)

this research aims to assess the benefits of gamification and its impact on tourism development at the historical site of persepolis. the research methodology employed in this study is descriptive-analytical and is based on documentary studies, field investigations, and researcher-designed questionnaires. the target population for this research consists of active individuals in the tourism industry, with a sample size of 354 participants selected. data analysis was conducted using tests such as average variance extracted (ave), fornell-larcker, factor loading coefficients, cronbach’s alpha, composite reliability, and structural equation modeling, utilizing spss and smart pls software. the results of this study indicate that gamification exhibits a positive and significant relationship with all four dimensions under investigation: education, branding, loyalty, employment, and income generation. gamification at persepolis provides a recreational and educational experience and enables tourists to engage with the culture and history of the country they are visiting in a novel and interactive manner. with an enhanced tourist experience through gamification, persepolis is poised to become a unique and captivating tourist destination.introductionthe text discusses the concept of &gamification,& which involves integrating game elements into non-game contexts. it was first introduced in 2008 and has since been applied in various fields, including tourism. however, its use in the tourism industry is still early. gamification in tourism can enhance tourist interactions, satisfaction, brand awareness, and loyalty. it offers both external benefits, such as trip planning, and internal benefits, providing virtual travel experiences. location-based and online games are vital in engaging tourists during their journeys. gamification can be applied in organizational training programs to boost employee participation and skill acquisition. overall, gamification is an innovative approach with the potential to transform how tourists engage with destinations, creating more exciting and interactive travel experiences. this article explores its application in the historical context of persepolis, emphasizing its impact on branding, education, loyalty, and marketing in tourism. this article represents one of the initial academic endeavors in iran to explore the significance and advantages of gamification in the historical and cultural context of persepolis, shedding light on its potential impact on branding, education, loyalty, marketing, and the overall development of tourism at this historical site.materials and methodsthis study aimed to evaluate the benefits of gamification and its impact on the tourism development of the historic persepolis area. this study is of descriptive-analytical practical purposes, and the sampling method was simple randomization, with the study population including professors and tourism activists, 354 sampled according to cochran’s formula.discussion and resultsthe findings indicate that all hypotheses achieved statistical significance, thereby confirming the primary hypothesis of this investigation. consequently, substantial associations exist among destination marketing, tourism education, and loyal tourists. it is evident that gamification positively influences tourism development in the persepolis region.conclusionstravel should offer tourists a meaningful and engaging experience, and gamification is pivotal in achieving this objective within the tourism industry.